Our tone of voice is underpinned by four principles. Each principle applies at all times, yet certain situations call for one or two to be “dialed up”.

Celebratory

Food, glorious food. We think it should be celebrated. We do this with language that evokes the simple joys of food. This can mean using sensual words, such as taste, savor, treat, delight or indulge. It can also mean referencing delicious foods directly — maybe a green curry or a simple juicy burger.

But it’s not just about the food. We also celebrate the positive choice to eat takeout — the occasion, the convenience, the comfort of casual surroundings. Sometimes, we even celebrate how Grubhub is better for the planet. Less food, energy and packaging waste, and happier, healthier people. What’s not to like?

Do

Here we use a simple juxtaposition to highlight the sensual yet easy pleasure of eating spicy food in a relaxed environment.

Don’t

This line fails by trying a little too hard. The words “ignite” and “explosion”, along with the adjective “sheer”, promise more than the familiar joys of a takeout experience.

Trusted

You know that smart friend, the one you listen to when they say you should go see a great new movie? That’s us. We happen to know a lot about what, where and when people are eating.

So when we tell people what’s going on, we do so like that smart friend — calmly confident and authoritative but never boring or intimidating. Think Anthony Bourdain, taking you on a backstreet walking (and eating) tour of New Orleans.

Do

Here we bring an insight to life with an engaging and approachable authority.

Don’t

This line is dictatorial and creates the impression that we know what our customers should be eating. For us, it’s about opening doors, not pushing the customer through.

Warm

We want people to feel happy inviting us into their homes for dinner. This means cutting out unnecessary words and getting to the point using friendly, simple language. Like a good friend.

It also means making people smile by being lightly witty and humorous (think “Green curry beats winter blues”), without straying into whimsical, try-hard territory. Being warm also means being inclusive — we don’t favor any customer, or food, over any other.

Do

Here we offer customers a warm and convivial experience – one that is being enjoyed by people everywhere.

Don’t

This line is invasive and takes friendliness too far. The home is a personal, private space so it’s important to not overstep the mark.

Inspiring

We surprise and delight people by highlighting food and restaurants that they might not have thought of. We do this in a way that hints at our intelligent edge (“If you like this why not try…”) and gently encourages people towards the new gem in the neighborhood without being pushy.

But we realize it’s not always about adventure — sometimes it’s great to stick with the comfort of an old favorite.

Do

Here we lead the customer towards exciting new possibilities, in a gentle and helpful way.

Don’t

This line risks making the customer feel bad for playing safe. Being inspiring is not about pushing customers away from their favorites.